Toys and Games in the United Arab Emirates

COVID-19 impact on toys and games

With a further shift to digital entertainment amid COVID-19, sales of traditional toys and games are expected to be impacted in 2020, particularly those that are not technology-related such as plush toys. With both working and learning from home as a result of the pandemic, more people are now gaming to help manage boredom and fill the void of not being able to socialise.

COVID-19 country impact

From 23 March, the government urged people to only leave their homes to go to work or in an emergency. On 31 March, Al Ras, one of Dubai's most densely populated areas, was placed under lockdown for two weeks, preventing all residents from leaving or entering the area.

Technology continues to drive demand in 2019

Technology continued to drive demand in toys and games in 2019. Amongst the categories within traditional toys and games, those related to technology in some way recorded growth, such as remote control toys.

Sony Corp leads, closely followed by Mattel

Sony Corp led overall toys and games in 2019, being the leader in video games with its popular PlayStation 4 brand. Mattel ranked a close second in the year, continuing to be the clear leader in traditional toys and games with well-known global brands such as Fisher-Price, Barbie and Matchbox, amongst others.

Further growth with the ongoing digitalisation of playtime and increasing population

Constant 2019 value sales of toys and games are expected to record growth over the forecast period, benefiting from the population in the country increasing due to the anticipated influx of expatriates. Sales of traditional toys and games are set to remain stable over the forecast period, whilst sales of video games are expected to record further healthy double-digit growth.

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